Pop queen Britney Spears can be seen brandishing a Fifty Shades of Grey Sweet Sting Riding Crop in the bondage-themed music video for her new single, Work B**ch. Britney is seen in a series of revealing outfits as she plays master in various bondage-themed situations, including a scene where she holds a leather-clad woman on a leash.

In another scene, she wears a gold metallic bustier as she poses beneath a neon sign saying Bitch. She is then seen raising the £24.99 crop, which features a thick faux leather tip, to another woman.

Lovehoney bosses are delighted that Britney chose the crop from its Official Fifty Shades of Grey Pleasure Collection, which was launched last year and is now selling all over the world. Co-founder Neal Slateford said: “The video oozes sex – Britney hasn’t looked this hot since the Hit Me Baby One More Time video. We are thrilled she used the Lovehoney Fifty Shades crop. Fifty Shades introduced millions of women to the wonders of bondage – it seems that Britney is another convert!”

Speaking about the filming of the video, Britney said: “I had to learn to use a bullwhip. I may or may not have have hit Ben (Mor, the director) with it a few times.”

The video can be seen here. After it premiered online, to an enthusiastic reception, Britney tweeted: “Overwhelmed with all the love, my goodness! Big kiss to all of u & Mr Ben Mor!!! Xxoo #WORKBxxCHVideo.”

The star has been building a buzz for her latest release, her eighth studio album, which will be available on December 3rd.

Updated packaging for Lovehoney’s Fifty Shades range and new in store display units are now shipping. UK trade customers should contact ABS Holdings for more details or visit the Lovehoney stand at European trade event eroFame, which kicks off in Hanover, Germany, on October 9th.